Marketing Report

Only available on StudyMode
  • Download(s) : 159
  • Published : May 19, 2013
Open Document
Text Preview
1
Executive summary

This marketing report for Whitcoulls calculates the businesses present situation by examining the threats, weaknesses, strengths and the macro environment. The analysis of these factors displayed that the opportunities Whitcoulls has would change the image, quality, and market the business currently has. With over 50 stores nationwide and 130 years experience, Whitcoulls has a firm understanding of their market and their competitors. With this knowledge Whitcoulls are able to create a range of products that suit the needs of their diverse target market, which therefore increases their market share in the book industry. A large percentage of Whitcoulls cliental are made up from the low to middle population scale. This is largely due to Whitcoulls efforts to ensure their products of high quality are affordable through sales. The main recommendation for the future of this business is to create a more positive media image, rebuild in Christchurch, expand its partnerships, and stock more NZ made merchandise. The main affects that have taken their toll on Whitcoulls is the Christchurch earthquake, the recession, the business nearly facing liquidation and the ever changing trends consumers go through. Findings from the TWOS analysis clearly showed that while Whitcoulls does not have partnerships that are as extensive as Paper Plus and they are not as technologically advanced they do however have a longer history in New Zealand and are still recognized as a trusted store.

Table of Contents

Executive Summary …………………………………………………………………………… 1 Introduction …………………………………………………………………………………… 3 Situational Analysis ………………………………………………………………………........ 4 Economic ……………………………………… 4 Socio-cultural …………………………………. 4 Technological …………………………………. 5 Environmental …………………………………. 5 Market Analysis ………………………………………………………………………………… 6 Competitor Analysis ……………………………………………………………………………. 7 Competitors Strengths/Weaknesses…………8

Macro Environmental Analysis ……………………………………………………….............. 9 TOWS Analysis ………………………………………………………………………………... 10 Target Market ………………………………………………………………………………… 12 Recommendations …………………………..…………………………………………………. 13 Values Proposition ………………………...14 Reference List …………………………………………………………………………………. 15

3

Introduction

Whitcoulls is known to be New Zealand’s most popular book and stationary retailer and had been for many years head of the book industry. Being a multi-product organization Whitcoulls offer a variety of stationary for the office and personal needs, such as; puzzles, DVD’s, learning and entertainment devices games and books, Children’s toys, board games, Blu-Ray’s, newspapers, magazines and an extensive range of books fit to meet all ages (Facebook, 2012). With 60 or so stores nationwide, although facing some harsh times in business Whitcoulls is still one of the leading competitors in the book market. Whitcoulls are also now offering their customers an online shopping option, the company has adapted to modern times with the addition of ‘eBooks’ to their site. ‘eBooks’ is essentially a online book, readers are able to buy and view the product online (Scherer, 2011) Whitcoulls also have a website in which enables customers to view the ‘top 100 staff picks’ or ‘50 best kids books’ (Whitcoulls, 2012) making it easy for customers to check out the updated favorites and buy these books online. Whitcoulls mission, as quoted from their Facebook page, is to “be the number one destination for all New Zealanders’ entertainment, work & learning needs” (Facebook, 2012).

4
Situational Analysis - PESTE
Economical
Many economical factors have impacted on the book market but some of the most substantial effects were that of the 2008 global recession, with the 2008 unemployment rate rising to 4.6% (Statistics NZ, 2008) many business including Whitcoulls found 2007-2009 a tough period and with consumers adjusting their spending habits...
tracking img